英汉广告中仿拟的特点及翻译

The Characteristics And Limitations Of Parody In English-Chinese Advertisements

仿拟是英汉广告中常用的修辞手法之一。文章主要对英汉广告中仿拟特点和局限性作了初步探讨,指出:在翻 译含有仿拟辞格的广告时,译者需要最大限度地再现原语广告的风格。因此,了解广告语言中仿拟辞格的特点并能有效地进 行语言间的相互转换将有助于原语广告产品的宣传。

Parody is one of the most common rhetorical devices used in both English and Chinese advertisements. This paper aims to deal with the characteristics of parody in both English and Chinese advertisements as well as the limitations of parody. It points out that translating advertisement with parody into another language requires that a translator reproduces to the maximum the source message, flavor and style in the target language. Therefore, knowing the characteristics of parody and how to effectively render them in the target language will be of great help in the publicity of the products advertised.